Yes, this summer has been quite hectic for this gypsy with my physical move to the land of the lizards, but I do love it out here. The mayhem of the move is over and this gypsy is ready to gear up for the fall show season. Right now this very second, if you have not filled in all of your show kits…get on it! Don’t miss those early-bird rates! For some of the early fall shows those dates have expired and you will be paying more, but get in there and get that part done!Registrations are the same way for staff that is “thinking” about attending this or that show, get your justification in and make sure to include the fact that if you sign up at the early bird rates you will be saving $$.

Hotel rates for shows, get the show hotels and save the rental car! The way shows are going now, organizers are being held to the penny with hotel room allocations. With the squeeze going down the line, the organizers are limiting their room commitments, so don’t miss out on a great rate and the convenience of being co-located or close to the show. Nothing like a great hotel and great rate that sometimes extends a few days prior or after the show should you have more business or want to add in some R&R time. (My favorite hotel in the world is the W in San Francisco).

Working with engineering and product planning teams should be going on as well to find out what level of campaign will be taking place in the fall. Find out if there are other opportunities at the events that offer speaking opportunities or involvement of internal PR groups. Start sending out tidbits and help to generate show BUZZ. Nothing like engaged exhibit companies to create a buzz for a show; that is what makes a show successful and generates attendee participation.

Social media is a great platform, but people still have to READ and SEE your post, so nothing works like a personal viral type of promotion with personal recommendations or invitations. So get the word out there, tell people where you will be and if you are going to have something special to show them or talk to them about to peak their interest.

It is not quite time to break out the sweaters (here I sit in 108 degree weather)…especially with the heat wave all over the map…but maybe a few new “trade show shirts” should be added to the budget and ordered for the staff for fall! Inventory your giveaway products and maybe check out those graphics and booths to make sure nothing has been smashed or is missing. Also a check to make sure products are still applicable to your shows on your signage is always a good idea.

Gypsies, on a side note; All I can say is … I really do not like election years, it throws people into a tizzy over the various “issues” and the show industry gets over-taken by budget cuts in anticipation of the election or worse the “wait and see’s” that will kill a show because organizers cannot wait to book, and the 11th hour sign-ups might have missed the boat and sunk the ship in the process. So, get your bats out (or maybe the dog in the post) and fight for your budget, products, business and MARKETING, the low numbers at the end of the year will not help anyone, no matter how the election goes, so let’s get ready to rumble!

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